Email marketing is one of the most effective ways retail brands can reach customers during the holiday season. Make sure your creative workflow isn’t preventing your team from creating awesome emails.
For retail brands, the summer is a time to begin planning their holiday promotions. This year, many brands will incorporate email marketing into their overall game plan for holiday promotions. Email campaigns can provide a huge lift during the holidays, but they can be stressful to produce, with multiple reviewers to make happy, plus last-minute changes. However, with a robust creative workflow, brands can benefit during the holidays from the high ROI of promotional emails.
The popular way of thinking is that email is an outdated medium, overdone and irrelevant, especially to millennials. However, while email marketing may not be the sexiest channel available to marketers, the data bears out that email is still king. A recent inMotionNow infographic on email marketing found that emails still generate 50% more sales than any other lead-gen mechanism. Moreover, email marketing gets you serious bang for your buck, yielding a 4,300% ROI.
Of course, the caveat here is that not just any old email dashed off with minimal graphics and sloppy copy will work like that. Consumers are brutal, with 80% reporting that they will delete an email if it doesn’t look good. Personalization and creativity matter too. 71% of respondents said they prefer brands that personalize their marketing emails, and 68% prefer to receive creative emails.
This is where the real challenge comes in. How do your marketing and creative teams manage to produce high quality, creative emails personalized to individual recipients in the fast-paced, high demand world they work in? Email marketing fails when marketing and creative teams don’t have a comprehensive creative workflow for requesting, producing, reviewing, and approving work. The pain of a frustrating creative workflow is especially apparent for email production. 92% of creatives surveyed reported that they have to get an email approved by multiple people, and 98% report that they have been asked for last-minute changes to emails that were already approved.
The answer to creative workflow woes, and to producing high-performing emails with less pain, is creative workflow management software. Without increasing resources, teams that adopt workflow technology can expect to produce 2x more content 163% faster.
Email marketing is a powerful force, especially during the holiday season. Make sure your team is prepared to produce awesome marketing emails by setting them up with a robust creative workflow solution.